A little history of brand utility

A little history of brand utility Marwann AL SAADI Brieuc SAFFRÉ

When looking at the past, we notice that brand utility is not a new concept… James72 on sxc.hu

From the baker in your street…

abbyyy on flickr …to iPod and iTunes

there are many examples.

Bakers were the firsts to ..understand brand utility. Bubbels on sxc.hu

..They made their products in order to satisfy ..their customers. Makiwi on flickr

Duchesssa on flickr because bakers know their reputation is their best and unique way to promote themselves

Legomyphoto.wordpress ...and they make their customers happy!

Listening to them Stuart Stevenson on Flickr

Creating experiences

Giving good advice (recipes, cooking..) ispap on sxc.hu

Fuzzirella on Flickr Their most satisfied clients became their ambassadors

And thanks to word-of-mouth and the good experience they provided, they brought them new customers.

Then came Industrial Revolution, rural flight and people looking for jobs in factories…

And many new problems related to it…

Hard works, high-turnover, lower productivity… Ayearoflego on tumblr

Schneider family managed to handle ...these problems in Le Creusot (France) Le Creusot

Facilitating life of their factory workers… Robert Doisneau Free access to schools…

Facilitating life of their factory workers… …health centers

Facilitating life of their factory workers… ..A house for everyone

Results Brieuc on flickr Higher loyalty from factory workers

Results Brieuc on flickr Lower turnover rate

Results Brieuc on flickr Good reputation of Schneider across France

Results Number of inhabitants in Le Creusot 40000 38000 35000 Brieuc on flickr 32000 30000 25000 25000 20000 15000 10000 6000 Number of inhabitants in Le Creusot 5000 0 1846 1875 1900 1920

Henry Ford had the same problems as the Schneiders….

… he also tried to improve life of his employees

..And also got great results…

..Michelin Brothers created a guide dedicated to car drivers in 1900. It was full of tips and addresses of car repairers, doctors and curiosities.

..IIt is still a reference guide, used all around the world… Ulteriorpicture on flickr

..And the experience goes ahead on iPhone…

Sir Hugh Beaver, engineer at Guinness, always wondered which .from the grouse and the golden plover was the fastest game-bird. Grouse Golden Plover

Victor Hugo Queiroz And he knew many people like him asked themselves these kinds of unanswered questions

He decided to help them a and the Guinness book of records was born

Nowadays this book is an institution… 207,000,000 results!

…and one of the most stolen books in US …public libraries!

Nealmeister on typepad Pizzerias appeared after WWII in the US: soldiers coming back from Italy opened their own restaurants.

Many pizzerias flourished in the US, providing ..citizens a new kind of cuisine Pausimausi on sxc.hu

But Tom Monaghan, creator of Domino’s Pizza, was the first to introduce. a new concept…

danielygo on sxc.hu Pizza home delivery

Nowadays, pizza delivery is seen as a core service of pizzerias

But at that time it was an isolated initiative of brand utility! Iso3200 on flickr

Google and its research services are a good example of a brand-utility based business model

Information retrieved in an organized and useful way: Enhance the user experience

Free and functional search engine, providing relevant results modish on sxc.hu

Google went on with other free side services

…and got rewarded for this: most popular brand in 2010 Millward Brown BrandZ top

Do you remember these programs?

And these?

..An overload of software, codecs and formats that got users confused Gaetanlee on Flickr

Then, Apple released its MP3 player: iPod Jdhancock on Flickr

varmamukul on flickr ..and centralised iPod updates, access to music stores, multimedia in an easy and useful software: iTunes.

User experience has been facilitated

Helping to create a community of brand enthusiasts Lapommecroquee on Flickr

We came from an era of conversation… (From dawn of time to XVIIIth Century)

People We came from an era of conversation… (From dawn of time to XVIIIth Century)

…to an era of mass media... (XIXth and XXth centuries) Mjimages on sxc.hu

…to an era of mass media... (XIXth and XXth centuries) Mass media Mjimages on sxc.hu People

…and we are now entering the digital conversations era. Zeno77 on flickr

…and we are now entering the digital conversations era. Mass media Zeno77 on flickr Everyone is a media

Legomyphoto Brand utility is not new.

But it has to be thought according to the digital conversations era.

Use social media to be useful, give answers and advice, improve your products and services. Wheat Thins

Thank you for your attention. And many thanks to sxc.hu, flickr.com and tumblr users for their cool photos.

marwann al saadi twitter.com/marwannas brieuc saffré brand-utility.com fluid-advance.com slideshare.net/brieuc bkp550 on flickr twitter.com/_brieuc scanblog.com twitter.com/scanblog slideshare.net/scanblog facebook.com/scanblog July 2010

http://www.scanblog.com	405
http://brand-utility.com	50
http://www.fluid-advance.com	42
http://www.slideshare.net	1
http://www.brand-utility.com	1

A little history of brand utility

by Marwann Al Saadi on Jul 20, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 499

Statistics

A little history of brand utility — Presentation Transcript